A PROJECT REPORT ON AMUL

“Rural market survey & increase penetration our fresh product at

the retail level”

BY

KARAN RAM

GLOBSYN BUSINESS SCHOOL

REGISTRATION NO. 031604053 (PGPM-IB , 04 ) 2018-20

COMPANY MENTOR- MD. JAMIL , MR. ARPAN HALDER & MR. RAJU SINGH

FACULTY MENTOR – Dr. DEBRAJ DATTA (Associate Dean ) Globsyn Business School

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 APPROVAL OF THE COMPANY GUIDE

This is to certify that the project report at

AMUL KOLKATA

Submitted in partial fulfilment of the requirement for the award of the degree of

POST GRADUATE PROGRAM IN MANAGEMENT

TO

GLOBSYN BUSINESS SCHOOL

Is a record of bona-fide training carried out by

KARAN RAM

REG.NO (031604053) PGPM-IB (MBA)

Under our supervision, guidance, and that, no part of this report has been submitted for the award of
any other degree/diploma/fellowship or similar titles or prizes.

—————————
Mr.Raju Singh
(Senior Sales Executive)

2
 APPROVAL OF THE FACULTY GUIDE

This is to certify that the project report at

AMUL KOLKATA

Submitted in partial fulfilment of the requirement for the award of the degree of

POST GRADUATE PROGRAM IN MANAGEMENT

TO

GLOBSYN BUSINESS SCHOOL

Is a record of bona-fide training carried out by

KARAN RAM

REG.NO (031604053) PGPM-IB (MBA)

Under our supervision, guidance, and that, no part of this report has been submitted for the award of
any other degree/diploma/fellowship or similar titles or prizes.

—————————
Dr. DEBRAJ DATTA
Associate Dean
Globsyn Business School

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 DECLARATION

I, KARAN RAM a student of GLOBSYN BUSINESS SCHOOL hereby declare that the PGPM-IB
project report entitle “penetration of fresh product, increase the sale of paneer and rural market
development.” Is a bona fide work done by me based on the summer internship program that I
underwent from April 24 – June 25,2019. I also declare that this report has been exclusively prepare
for Globsyn Business School, Kolkata and Gujarat co-operative milk marketing federation ltd.
And has also not been previously submitted to this or any other for a manage

—————————

KARAN RAM

Enrolment No. 031604053

PGPM-IB

4
 CERTIFICATE BY

5
 ACKNOWLEDGEMENT

I gratefully acknowledge DR. DEBRAJ DATTA my faculty guide from GLOBSYN BUSINESS
SCHOOL (Kolkata), for guiding me throughout my summer internship project.

I would also like to sincerely thank my project guide Md . JAMIL , Mr. ARPAN HALDER and
RAJU SINGH for having faith in my ability to do the work. He supported me in every step and
helped me to establish a sense of confidence within myself. knowledge gained from him will always
help and encourage me to establish new heights in my future endeavor. I’m also very thankful to the
AMUL ltd. Team who made us feel comfortable and provide us a healthy environment for learning.

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 Contents
EXECUTIVE SUMMARY ............................................................................................................................ 8
COMPANY PROFILE .................................................................................................................................10
OBJECTIVE ................................................................................................................................................12
PRODUCTION PROCESS ...........................................................................................................................13
PROFIT TURNOVER ..................................................................................................................................16
THE AMUL MODEL...................................................................................................................................17
VILLAGE DAIRY CO-OPERATIVE SOCIETY (VDCS)............................................................................18
PRODUCTS .................................................................................................................................................20
MAJOR COMPETITOR ..............................................................................................................................23
PRODUCT DETAILS ..................................................................................................................................25
ABOUT AMUL PANEER:...........................................................................................................................28
TIME FRAME .............................................................................................................................................29
DATA ANALYSIS AND INTERPRATION QUESTION. ...........................................................................33
“SWOT” ANALYSIS OF AMUL .................................................................................................................45
OBSERVATION AND FINDING: ...............................................................................................................46
SUGGESTION/RECOMMENDATION: ......................................................................................................47
CONCLUSION: ...........................................................................................................................................48
BIBLOGRAPHY..........................................................................................................................................49

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 EXECUTIVE SUMMARY

Anand Milk Union Limited popularly known as Amul Dairy is a US $ 500 million turnover
institution. It is a institution built up with a network of over 10000 Village Co-operative Societies
and 500,000 plus members.

• Formed in the year 1946 Amul is the leading food brand in India.
• Amul initiated the dairy co-operative movement in India and formed
an apex co-operative organization called Gujarat co-operative Milk Marketing Federation
(GCMMF)and today 70,000 villages and 200districts in India are part of it.
• AMUL has spurred the WHITE REVOLUTION of India, which has made India the largest
producer of milk and milk products in the world and the WHITE REVOLUTION has finally
created a billion-dollar brand. Today AMUL dairy is no. 1 in ASIA and no.2 in the world.

• Managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing

Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk
producers in Gujarat, India
• Amul is the largest food brand in India with an annual turnover grows 13% to Rs 33,150
crore in 2018-19
• Currently Amul has 3.11 million producer members with milk collection average of
6.04million liters/day.
• Every day Amul collects 447,000 liters of milk from 2.12 million farmers, converts the milk
into branded, packaged products, and delivers goods worth Rs 6 core (Rs 60 million) to over
500,000 retail outlets across the country.

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 • Amul products are available in over 500,000 retail outlets across India through its network of
over 3,500 distributors. There are 47 depots with dry and cold warehouses to buffer
inventory of the entire range of products.

• GCMMF transacts on an advance demand draft basis from its wholesale dealers instead of
the cheque system adopted by other major FMCG companies. This practice is consistent
with GCMMF' s philosophy of 3 maintaining cash transactions throughout the supply
chain and it also minimizes dumping. Wholesale dealers carry inventory that is just adequate
to take care of the transit time from the branch warehouse to their premises. This just-in-time
inventory strategy improves dealers' return on investment (ROI). All GCMMF
branches engage in route scheduling and have dedicated vehicle operations

• Amul uses E- SUPPLY CHAIN MANAGEMENT

• Amul has installed over 3000 automatic milk collection system units (AMCUS) at village
societies to capture member information, milk fat content and amount payable to each
member.
• Amul has recently entered into direct retailing through “AMUL utterly delicious “parlors
created in major cities. AMUL has plans to create large chain of such outlet to be managed
by franchisee through

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 COMPANY PROFILE

The brand name; Amul, is from the Sanskrit word;” Amoolya” (meaning Precious) was suggested by
a quality control expert in Anand.), formed in 1946, is a dairy cooperative in India. It is a brand name
managed by an apex

cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which
today is jointly owned by some 2.8 million milk producers in Gujarat, India.AMUL is based in
Anand, Gujarat and has been an example of a co-operative organization' s success in the long
term. It is one of the best examples of co-operative achievement in the developing economy. &
Anyone who has seen the dairy cooperatives in the state of Gujarat, especially the highly

successful one known as AMUL, will naturally wonder what combination of influences and
incentives is needed to multiply such a model a thousand times over in developing regions
everywhere. & quot The Amul Pattern has established itself as a uniquely appropriate model for rural
development.

Amul has spurred the White Revolution of India, which has made India the largest producer of milk
and milk products in the world. It is also the world biggest vegetarian cheese brand. Amul is the
largest food brand in India and world& Largest Pouched Milk Brand with an annual turnover of US
$1050 million (2006±07). Currently Unions making up GCMMF have 2.8 million producer members
with milk collection average of 10.16 million liters per day. Besides India, Amul has entered
overseas markets such as Mauritius,UAE, USA, Bangladesh, Australia, China,Singapore, Hong
Kong and a few South African countries. Dr.Verghese Kurien, former chairman of the GCMMF, is
recognized as a key person behind the success of Amul

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 HISTORY

Amul cooperative registered on 14 December 1946 as a response to the exploitation of marginal milk
producers by traders or agents of the only existing dairy, the Polson dairy, in the small city distances
to deliver milk, often went sour in summer, to Polson. The prices of milk were arbitrarily
determined. The government had given monopoly rights to Polson to collect milk from Kaira and
supply it to Bombay city.

Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhbhai Patel
under the leadership of local farmer leader Tribhuvandas K. Patel. He advised them to form a
cooperative (Kaira District Co-operative Milk Producers' Union) and supply milk directly to the
Bombay Milk Scheme instead of Polson (who did the same but gave them low prices) He sent
Morarji Desai to organise the farmers. In 1946, the milk farmers of the area went on a strike which
led to the setting up of the cooperative to collect and process milk. Milk collection was decentralized,
as most producers were marginal farmers who could deliver, at most, 1–2 liters of milk per day.
Cooperatives were formed for each village, too. By June 1948, the KDCMPUL had started
pasteurizing milk for the 'Bombay Milk Scheme'. Under the selfless leadership of Tribhuvandas
Patel, in 1973, Amul celebrated its 25th Anniversary with Morarji Desai, Maniben Patel and
Verghese Kurien.

The cooperative was further developed and managed by Dr. Verghese Kurien with H.M. Dalaya.
Dalaya's innovation of making skim milk powder from buffalo milk (for the first time in the world)
and a little later, with Kurien's help, making it on a commercial scale, led to the first modern dairy of
the cooperative at Anand, which would compete against established players in the market. Kurien's
brother-in-law K.M. Philip sensitized Kurien to the needs of attending to the finer points of
marketing, including the creation and popularization of a brand.

The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon spread to
Anand's neighbourhood in Gujarat. Within a short span, five unions in other districts – Mehsana,
Banaskantha, Baroda, Sabarkantha and Surat – were set up, following the approach sometimes
described as the Anand pattern.

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In 1970, initiated White Revolution of India, as it help create, Gujarat Co-operative Milk Marketing
Federation Ltd., which now overlooks Amul, in 1973, and today, it is the second best dairy in India.
To combine forces and expand the market while saving on advertising and avoid competing against
each other, the GCMMF, an apex marketing body of these district cooperatives, was set up in 1973.
The Kaira Union, which had the brand name Amul with it since 1955, transferred it to GCMMF.

In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.Technological
developments at Amul have subsequently spread to other parts of India.

The GCMMF is the largest food products marketing organization

VISION
Liberate our farmers from economic oppression and lead them to prosperity

MISSION 2020

Dairy cooperatives of Gujarat turnover of Rs. 27000 crores by the year 2020.

To satisfy the taste and nutritional requirements of the consumers and increasing numbers of these
consumers today are to be found only at the large format stores. Hence, in order to reach these
consumers, we need to form equitable alliances with organized retail chains wherever possible.

Objective
Is to ensure that the maximum share of the consumer’s rupee goes back to the milk producers .

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 PRODUCTION PROCESS

➢ Collection of Raw Milk:

Raw milk is collected from different co-operatives of Gujarat.About 12,22,000 liters of raw milk is
collected per day. Before this milk is sent to the laboratory for testing the FAT & SNF
proportion, the milk is separated from the raw milk. The milk is taken from the chilling centers to
Collection of Raw Milk Raw milk is collected from different co-operatives of Gujarat. About
12,22,000 liters of raw milk is collected per day. Before this milk is sent to the laboratory for testing
the FAT & SNF proportion.

➢ Testing of raw milk:

After collecting the samples of milk, they are taken to the laboratory where two types of test are

conducted :

1. ELECTRONIC MILK TEST Before pasteurizing the milk the samples are taken to the
laboratory. In the laboratory with the help of machine called electronic milk tester, the proportion of
SNF & FAT is checked with phosphate solution. When the color of the milk become yellow, it
is sent for pasteurization.

2. METHYLINE BLUE REDUCTION TEST This test is conducted for

checking for how long the milk will remain fresh. To check this, 10 ml of milk is taken and 1 ml of
METHYL solution is added to it. It is then kept under water at 57 degree Celsius. After one hour if
the solution losses its color then it is called raw milk. If the solution remains the

same even after 5 hours than it is considered fresh milk, which remains constant for a long period of
time.The dairy fixes the proportion of SNF & FAT. After laboratory gives green signal and
conforming the raw milk at reception dock is brought into the house connected with pump is sent to

13
the milk processing plant. This is then chilled below 4 degree Celsius and then stored in the milk
silos. After that milk is processed which has two steps:

Pasteurizing and Standardizing

➢ Pasteurizing and standardizing:

To pasteurize the milk means to kill the germs in the milk by a particular method which was invented
by a scientist called JAMES PASTEUR and so the name pasteurization. In the pasteurization method
the milk is first heated at 72-degree c to 76-degree c for 15 seconds and then it is immediately cooled
below 4 degree c by this method they destroy the pathogenic bacteria present in the raw milk. But if
the right degree of temperature is not provided there are chances that milk might contain germs.
After this process some milk goes to separator machine and remaining is proportionately sent for
standardization.

Standardization process bifurcates the milk in 3 categories varying according to the SNF &
FAT contents. The equipment named OSTA. Auto Standardization Adjusts the FAT directly. The
computer is just ordered whether gold or standard milk is to be rationed and the same will be

received with appropriate contents .

➢ SEPARATION PROCESS:

Separation Process Separator machine separates two kinds of products, skimmed milk and cream,
through channels. There are 100 disks fixed in separator machine, which revolve at 5000 rpm
(revolution per minute). It is taken to the tanks, which has the capacity of 20000 liters. Whenever the
milk is needed from the tank, it is tested in the laboratory and the deficit proportion FAT is added by
mixing cream. This process continues for 24 hours.

➢ QUALITY CHECK:
Pasteurized milk is sent to the quality Assurance laboratory of the dairy plant. Within 14 seconds the
FAT & SNF proportion is received regarding 30 lack liters of milk. The total investment put
into the lab by the dairy plant is Rs. 6 crores. The laboratory only checks and analyses the powder,

milk and ghee. There is a separate ice cream analyzing laboratory .

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5). Packaging Process After the milk is sent
for the packaging to the milk packing station in the dairy plant. In the milk packaging stations there
are huge pipelines and behind them there is polyfil machine from which the material to pack milk
comes out. From each of these 12 machines 100 pouches are packed in one single minute.

➢ STORAGE:
Then the milk is sent to the cold storage of the dairy where the milk is stored until it is dispatched.
Here the milk is stored is temperature ranging from 5 degree c to 10 degree c, it is maintained

with the help of exhaust fans having silicon chips. About 40000 liters of milk is dispatched from the
cold storage of the dairy plant everyday.The damaged pouches are kept aside and the milk is once
again put

Achievement:
Amul: Asia s largest dairy co-operative was created way back in1946 to make

the milk producer self-reliant and conduct milk- business with pride. Amul has always been the

trend setter in bringing and adapting the most modern technology to door steps to rural farmers.

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 PROFIT TURNOVER

Amul aims to achieve a business turnover of Rs 50,000 crore by 2021

The Gujarat Cooperative Milk Marketing Federation Ltd., which markets Amul milk and dairy
products, reported a 13% increase in turnover to Rs 33,150 crore in the year ended March 31. The
Amul group’s turnover exceeded Rs 45,000 crore, which is also 13% higher than last year. The Amul
Federation has achieved a compound annual growth rate of more than 17.5% for the past nine years
on account of higher milk procurement, expansion in markets, launch of new products and addition
of

16
THE AMUL MODEL

The amul model of dairy development is a three-

tiered

Structure with the dairy co-operative societies at the

village

Level federation under a milk union at the district

level and a

Federation of member union at the state level.

• Establishment of a direct linkage between

milk
Producer And consumer by dominating
middleman
• Milk producer(farmer) control procurement,

Processing and marketing

• Professional management.

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 Village Dairy Cooperative Society (VDCS)

Dairy co-operative society at village level milk union at district level milk federation at stage

level the milk producers of a village, having surplus milk after own consumption,come together and
form a Village Dairy Cooperative Society (VDCS). The Village Dairy Cooperative is the primary
society under the three-tier structure. It has membership of milk producers of the village and is

governed by an elected Management Committee consisting of 9 to 12 elected representatives of the

milk producers based on the principle of one member, one vote. The village society further appoints a
Secretary (a paid employee and member secretary of the Management Committee) for

management of the day-to-day functions. It also employs various people for assisting the Secretary in
accomplishing his / her daily duties.

The main functions of the VDCS are as follows:

1) Collection of surplus milk from the milk producers of the village & payment based
on quality & quantity

2) Providing support services to the members like Veterinary First Aid,

Artificial Insemination services, cattle-feed sales, mineral mixture sales,

fodder & fodder seed sales, conducting training on Animal Husbandry &Dairying, etc.

3) Selling liquid milk for local consumers of the village Supplying milk to the District Milk Union

Thus, the VDCS in an independent entity managed locally by the milk producers and assisted by
the District Milk Union.

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Top 10 Largest Milk Processors of the world:

Rank in Origin & main operation

2018 Company name countries

Dairy Farmers of
1 America USA

2 Fonterra New Zealand/ others

3 Groupe Lactalis France/others

4 Arla Foods Denmark/Sweden/others

5 Nestlé Switzerland/others

6 Friesland Campina Netherlands/others

7 Saputo (incl.MG) Canada/USA/others

8 Dean Foods USA

9 Amul (GCMMF) India

10 Danone France/others

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 Products

Bread spreads:

• Amul Butter
• Amul Lite Low-Fat Bread spread
• Amul Cooking Butter

Cheese Range:

• Amul Pasteurized Processed Cheddar Cheese

• Amul Processed Cheese Spread
• Amul Pizza (Mozzarella) Cheese
• Amul Shredded Pizza Cheese
• Amul Emmental Cheese
• Amul Gouda Cheese
• Amul Malai Paneer (cottage cheese)
• Utterly Delicious Pizza

Mithai Range (Ethnic sweets):

• Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)

• Amul Amra khand
• Amul Mithaee Gulabjamun
• Amul Mithaee Gulabjamun Mix
• Amul Mithaee Kulfi Mix
• Avsar Ladoos

UHT Milk Range:

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 • Amul Shakti 3% fat Milk
• Amul Taaza 1.5% fat Milk
• Amul Gold 4.5% fat Milk
• AmulLite Slim-n-Trim Milk 0% fat milk
• Amul Shakti Toned Milk
• Amul Fresh Cream
• Amul Snowcap Softy Mix

Pure Ghee:

• Amul Pure Ghee

• Sagar Pure Ghee
• Amul Cow Ghee

Infant Milk Range:

• Amul Infant Milk Formula 1 (0-6 months)

• Amul Infant Milk Formula 2 ( 6 months above)
• Amul spray Infant Milk Food

Milk Powders:

• Amul Full Cream Milk Powder

• Amulya Dairy Whitener
• Sagar Skimmed Milk Powder
• Sagar Tea and Coffee Whitener

Sweetened Condensed Milk:

• AmulMithaimate Sweetened Condensed Milk

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Fresh Milk:

• Amu Taaza Toned Milk 3% fat

• Amul Gold Full Cream Milk 6% fat
• Amul Shakti Standardised Milk 4.5% fat
• Amul Slim & Trim Double Toned Milk 1.5% fat
• AmulSaathi Skimmed Milk 0% fat
• Amul Cow Milk

Curd Products:

• Yogi Sweetened FlavoredDahi (Dessert)

• Amul Masti Dahi (fresh curd)
• Amul Masti Spiced Butter Milk
• Amul Lassee

Amul Ice creams:

• Royal Treat Range (Butterscotch, Rajbhog, MalaiKulfi)

• Nut-o-Mania Range (, Cake Magic)

• KajuDraksh, KesarPista Royale, Fruit Bonanza, Roasted Almond)
• Nature's Treat (Alphanso Mango, Fresh Litchi, ShahiAnjir, Fresh Strawberry,
Black Currant, Santra Mantra, Fresh Pineapple)
• Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)
• Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone,
Chococrunch, Megabite, Cassatta)

Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips

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Chocolate & Confectionery:

• Amul Milk Chocolate

• Amul Fruit & Nut Chocolate

Brown Beverage:

• Nutramul Malted Milk Food

Milk Drink:

• AmulKool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose,

Chocolate)
• AmulKool Cafe
• AmulKool Koko
• AmulKoolMillkShaake (Mango, Strawberry, Badam, Banana)

MAJOR COMPETITOR
Amul is a well-known brand with a wide product range in FMCG giving a tough
competition to its competitors.

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The following are the major competitor in some of its product range:

Sr. Product Competitors

No
1 Butter Nestle
Gowardhan
Mother Dairy
Britannia

2 Paneer ITC
Mother Dairy
Gowardhan

3 Milk Britannia
Nestle
Warna
4 Curd Nestle
Gowardhan
Danone

5 Ice Creams Kwality Walls

Vadilal
Baskin Robbins
Naturals

6 Chocolates Cadbury

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 Nestle

8 Ghee Britannia
Gowardhan
Dynamix
9 Infant Food Nestle
10 Dairy whitner Nestle
Britannia
Mother dairy
Gowardhan

AMUL FRESH PANEER

Product Details

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 ➢ Product
Specifications:

Composition = Milk Solids, Citric acid

Product Name Amul Fresh Paneer

Description Equivalent to Cream Cottage
Chesse
Packing Block Paneer – 100g,200g & 1kg

Nutritional Information

Amount Per 100g

Energy, kcal 289

Energy from FAT, kcal 225

Total Fat,g 25

Saturated FAT,g 15

Cholesterol,mg 66

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 Carbohydrate,g 2

Added Sugar,g 0

Protein,g 14

Calcium,mg 480

Not a significant source of Vitamin C, Iron and Dietary Fibre

➢ Shelf Life = 45 days at 4 Degree or below

➢ Storage Condition = Refrigerated

➢ Product Features:

❖ Most conveninent from of Paneer.

❖ Rich in Proteins.
❖ Pure and Hygienic.
❖ Having high fat and low moisture compared to loose
Paneer available in market.
❖ Paneer having Smooth, Uniform texture and softness.

➢ Product Application:
27
 ❖ Culinary Preparation

➢ Available In (Segments/Markets):

❖ Gujrat, Rajasthan, Delhi, Mumbai, Pune & Kolkata.

About Amul Paneer:

The only national brand of 'paneer' or cottage

cheese, Amul Paneer has rolled out a new ad
campaign that positions the product as a rich
source of protein, and thereby, the perfect
ingredient in the recipe for good health. This
long-term campaign broke around a month back
and is slated to extend well beyond six months.
While the target group for the campaign is primarily mothers, care was taken to keep the
commercials child-friendly as well. This was done to address the common perception that if
something is recommended as healthy, kids find it tasteless and try to avoid it.

28
Amul Paneer was launched nationally around eight years back, which was also when the first brand
campaign was broken. The last ad campaign, before the current one, was rolled out two years ago. In
the interim period, 'Paneer' was featured in Amul's 'Taste of India' campaigns. The current campaign
draws on the insight that children in India generally resist drinking milk, thereby denying themselves
much-needed protein, which is vital for overall growth and development. Moreover, they gravitate
towards junk food, which is not high on nutrition. This tends to compound the problems faced by
mothers, who struggle to get their children to drink milk.

Furthermore, the campaign benefited from

research, which revealed that mothers would
prefer their children eating paneer-based snacks,
as compared to junk food, for two main reasons.
First, the reality that paneer is healthy; and
second, the fact that paneer consumption makes
up for milk deficiency in the child. The present
communication, thus, attempts to put forth paneer
as a replacement for milk.

Time Frame

26th April 2019 to 24th June 2019

Time Period Project progress(work)

26th April – 31st April

29
 Field Survey on Data collection from
Retailer,
Opened a new distributer point in
2nd May – 7th May Amtala.
9th May – 14th May Promotion activity for Amul Product
(Paneer & Milk)
16th May – 21st May Make Display in selective Shops
(Paneer)
23rd May – 28th May Increase the sale of Amul product

30th May – 5th June Placed the products to the retailer shops

7th June – 12th June Market Survey on the product

14th June – 23rd June Promotion of the product in more areas
24th June 2019 SIP END

30
 Serial
No Shops Name Location Phone No Distributer
Bhagabati
1 Bhandar(SKGupta) Opposite of silpara fire Station 9123707085
under the Thakurpukur metro
station(opposite of vivekananda
2 Robin Store college) 9903115412
3 R.R.Store Thakurpukur police station 9831167523
4 Sunny Store Thakurpukur 8337037083
Anuska variety
5 store Thakurpukur 8017094310
6 Raj kumar shaw Thakurpukur N.A
7 Laxmi store Thakurpukur 9664523979 Pradip Distributer
8 Kerela store Khiderpur Market N.A
9 Chattu Store Khiderpur Makhan Market 9748074187
10 Yajnabhusan Store Khiderpur Market 9874985475 D.S Supplier
11 Sambhulal store IQBALPUR 9163839266
12 Sujit Maodi Store IQBALPUR 9831367308
13 M .D Haider Store IQBALPUR Market 9748529957
14 Zafar Store IQBALPUR 8910617858
15 J Variety Store IQBALPUR 9748049462 M.D.Sahid
170, D.H.Road, keo para
16 Das Store Thakurpukur,Kolkata 9038050155
17 Laltu Store Thakurpukur Bazzar 9903853158
Anna Food
18 Counter Thakurpukur Bazzar 8910941610
19 Tuki Taki Store Thakurpukur Bazzar 8697675838
20 Jyoti Store Thakurpukur Bazzar N.A Suvas Care
21 N.D.Enterprise Chanditala More N.A
near railway office of KFR ground
22 Shamul pan shop in james long 8620810574
Satyanarayan
23 Bhandar Chanditala road near bazaar 9831581075
24 Rajreeta Store Near Shree guru Shib Kali Mandir 8981798225
25 Somnath Store Panchabatitala Sitala More 9143537481 povan(Ajanta)
26 Das Brothers Sarsuna Bazaar 9836800965
27 Suman Store Sakuntala 9804712801 Apu Das

31
 28 Maa Kali Bhandar Kabardanga 7890616232
Nirmalaindu Perfect Milk
29 Ghosh Kabardanga 7761972821 Supply(Bappa)
30 Debendra Store Hazra N.A
31 Gupta Brothers Bhowanipur N.A Rohit
32 Khishi Bhandar Chetla 9831290123 Arun Dutta

32
 Data Analysis and Interpretation questions.

Analysis of the data (from the questionnaire) obtained from the Amul Retail Shops.

Q.1. Do you stock Amul dairy products?

a.) Yes b.) No

Table 1. Stock Amul Dairy products

Stockiest No. of respondents

Yes 90

No 10

Total sample size 100

Stockiest of amul products

Stockiest of amul products

33
 Interpretation :

As per the graph we can interpret that only 10% retailers are not maintaining the
stock of “Amul” milk, so majority market segment has been covered by this
company and for the remaining market share we can interpret that it has been
covered by “redcow” & “metro” Milk products.

Q.2. If no, why?

a) Absence of packaging date b) Low margin

c) No Replacement for leakage d) Low distribution

Table 2:

Reason No. of retailers

Absence of packaging date 15

Low margin 50

No replacement for leakage 30

Low distribution 5

Total sample size 100

34
 Reason Behind Not take
Amul products

Absence of Low margin

Interpretation:

From the above mentioned graph we can conclude that the remaining 10% retailers are not
keeping the “Amul” milk products because their major competitors in this kolkata region
i.e.”redcow” & “metro” is giving more margin to their retailers. And another reason for
not purchasing its products is not providing replacement facility.

35
 Q.3 which is the most preferable brand of packaged dairy products that you stock?

a) Amul b) Mother dairy c) Metro d) ITC

Table 3:

Product Brand Retailers Stock

Amul 45
Metro 30
Mother dairy 15
ITC 10
Total sample size 100

Retailers
Stock

Retailers
Stock

Interpretation:

From the above mentioned graph we can interpreted that major sample customers are
Preferring the “Amul” milk products due to the best packaged in comparison to their
Competitors and that is the main reason of major market segments
36
 Q.4 If yes, what product does you preferred to store?

a.) Amul butter b) Panner c) milk d) Dahi

e) Flavored milk f) misti dahi g) Amul lassi h) other

Table 4:

Amul Products Retailers Preferred

Amul Butter 70
Panner 40
Milk 25
Dahi 30
Flavored Milk 30
Misti dahi 40
Amul lassi 5
Other 10
Total Sample size 100

Retailers Preferred

100
90
80
70
60
50
40
30
20
10
0
Amul Paneer Milk Dahi Flavored Misti Amul Other Total
Butter Milk dahi lassi Sample
size

37
 Interpretation:

From the above mentioned graph we can interpret that customers mainly preferred the
“Amul Butter” and “Amul Cheese and Paneer” and it is only due to increasing demand for
the fast food in Indian market. However customers also prefer “Amul Milk” because it
produces much different flavored milk in comparison to their main competitors.

Q.5 what is the source from where do you get Amul Products?

a) Distributor b) Other supplier

Table 5:

Sources Res
pon
dent
Distributers 95

Other Suppliers 5

Total sample size 100

Sources

Source
s

Distributers

38
 Interpretation:

As per the graph we can conclude that majority of its products are selling to their final
customers by their distributors and remaining customers are directly purchasing from the
market i.e. from the supermarket and malls.

Q.6 Do you know which sales promotinal activities does the company undertake for
Amul products?

a.) Price off b) Free samples c) Credit Facility

d) Advertisement e) Coupons f) P-O-P Displays

Table 6:

Promotional Activity Respondent

Price off 5
Free sample 5
Credit Facility 10
Advertisement 40
Coupons 10
P_O_P Display 30
Total sample size 100

39
 Promotional Activity

Promotional Activity

Interpretation:

As per this graph Advertising are main focus while making advertising they are more
focusing on current affairs. And second focus is providing P-O-P display provided
selected retailers.

40
 Q.7. Are you satisfied with Amul distributer?

a) Yes b) No

Table 7:

Satisfaction No. of respondent

Yes 95
No 5
Total sample size 100

No. of respondent

No. of respondent

Interpretation:

As per this graph 95 retailers are satisfied of distributers because they are following they
are wise supply chain management which are actually starting from midnight in two shi

41
 Q.8. Are you satisfied with Amul service ?

a) Yes b) No

Table: 8

Interested in Distribution No. of respondent

Yes 90
No 10
Total sample size 100

No. of
Respondent

No. of
Respondent

Interpretation :

As per this graph 90 retailers are interested of distribution because the customer are Amul
products are more in Indian Market due to its quality & price of its products however it is
also Asia‟s no. 1 Milk dairy.

42
 Q.9. what is your expectation from Amul dairy products?

a) Margin b) Pakaging c) Availability

Table 9:

Retailer’s Expectation No. of Respondent

Margin 83
Pakaging 10
Availability 7
Total sample size 100

Retailer expectation

Retailer
expectation

margin

Interpretation:

As per this graph Retailers are expecting more margins on its products because their
competitors are providing more margins.

43
Q.10 Give you rating to following attributes of Amul dairy products?

Good Very Good Average Bad Very Bad

A. Quality 30 40 10 5 0
B. Brand 30 50 8 2 0
Image
C. Availability 20 20 40 10 10
D. Packaging 30 20 30 10 10
E. Margin 10 5 20 45 20

Quality

Availability
PackagingM
Margin

Good Very Good Bad

Interpretation:

As per this graph Amul has provide good quality and Amul brand image is
very good in dairy market its provide average availability comparison other
competitor, its packaging are good but Amul has no provide a good margin
to their retailers comparison other competitors.
 “SWOT” Analysis of Amul

STRENGTH
1. Brand name and Goodwill.
2. India‟s major giant player in dairy products.
3. Wide product range.
4. Qualified marketing & sales force.
5. Maximum milk handling capacity (11.22 million litres) per day.
6. High-quality products sold at reasonable prices.
WEAKNESS
1. Lack of availability of stock at various locations.
2. Lack of promotions (advertisements/offers/schemes).
3. Weak distributors service channel to retailers (in some areas).
4. Low profit margin to retailers.
OPPORTUNITIES
1. Areas can be targeted to cover Retailers look for convenience and
margin.
2. Promotions will pay good results, market is lacking with the same.
3. A great opportunity to cash the brand name once again by giving good
quality products.
4. Weak up the entire market as per the demand.
THREAT
1. Some customers are in the hand of retailers because the retailer enjoys
good profit margin from other competitor‟s brand.
2. Psychological state of mind of retailers and consumers.
3. Old manufacturing date on packs is a major threat.
4. Competitors are cutting up the market share of Amul Product.
5. Competitor brand are offering huge profit margin to retailers, whereas

few of them are selling at lower retail prices .

Observations and Findings:

Observation:
The key observations are as follows:
1. The replenishment of orders is about 64% which is average.
2. About 40% of the Amul parlour and retailers says that often damaged
materials came to them
3. The schemes/ discounts are often given by distributors to parlours and
retail stores.
4. The availability and product quality of Amul products is good
5. The satisfaction level of customers of Amul parlours and retail stores is
good.
6. The replacement of defective material is poor and also the process is
very complicated.
7. The damage material often came about 79% which is due to improper
handling by distributors.

Findings:

1. Most of the Amul parlours are not interested in running them for longer
period due to very low margins.
2. The sales of Amul product is average round the year.
3. The full varieties of Amul products are almost as par customers need.
4. Retailers want more margins from Amul.
5. People were highly satisfied with product quality of Amul.
6. Distributors could not provide all type of varieties because of less stock.
7. Due to negligence of the company the customers of Amul are shifting
towards other company
8. More preference should be given to parlours and outlets as within the
prescribed 1 km radius other retailers also provide Amul produc
 Suggestions/Recommendations:

This industry is most competitive industry; there are large numbers of competitors in this
field. In such condition a small loop may create a big problem. The condition is made
tougher by Gowardhan, which is recently dominating in this industry, so only a detained
study and fully fledged effort can help in good sales to capture the market. Four things
are necessary to improve the sales in the sub city:
1. Service 2. Advertisement 3. Replacement policy 4. Proper distribution 5.
Special attention

1. Service : It is the critical factor in the success of any brand. There is no

doubt that Amul services are good but it needs little more improvement
to completely capture the market.
2. Advertisement : This is the most important factor that affects both
the sales as well as the consumers‟ attention. Amul has to take
aggressive advertising centered specially for its parlours and outlets.
3. Replacement policy : Amul is already blamed for poor replacement
policy; it has to give certain kind of replacement policy to make its
product more acceptable to the parlours and outlets.
4.Proper Distribution : The replenishment is average and often
damaged material came on account of improper handling by distributors
due to this parlours find it difficult to retain the customer. The number
of distributor operating in an area also very low in number which also
adds to improper distribution.

5. Special attention : The priority should be given to Amul parlours and

outlets as compared to other retailers who also keep products of Amul.
Many a times it happens that outlets are not having the product but
other retailers.
 Conclusion:
On complete analysis of the Questionnaire, it is concluded that Amul parlours has good
reputation in the market and it has 100% satisfied customer but lack proper distribution and
marketing. Very few distributors are in a particular area which not only is resulting in
improper distribution but also resulting in monopoly of these distributors. The position of
both the parlours and outlets can be uplifted in the market by sound marketing and proper
distribution channel which results in delivery on time.
Amul has a good reputation and name because of existence in the market for so many years
especially through the name of “Amul Butter”.
Within short span of time Amul has launched so many products which are still lacking
promotion and availability. Amul has customer driving power but is not able to retain
customer due to unavailability of the newer products.
It’s been great experience working with Amul and doing promotional activity for new
products of “Amul Pro”. The market survey has helped a lot in understanding forward
integration of Amul to link directly with the customer. It has helped me in not only knowing
the business potential of Amul as a brand through its sales in parlours and outlets but also
knowing Amul in leap and bound like knowing it”s pattern of distribution, depth of the Amul
products, margin associated with Amul products, business structure of Amul.
 BIBLOGRAPHY

www.Indiandairy.com
www.dairy.com
www.amul.com
www.managementparadise.com
www.wikipedia.com